Food Magazine February 2015 | Page 14

FRANCHISING
methods : Chemex , French Press , Siphon , Espresso , Clover , or pour over . Much of the remaining space belongs to its roasting operations — utilizing a Probat™ G-120 Roaster and a Probat™ P25 Roaster , the Starbucks Reserve ® Roastery location will roast all of the coffee it serves on site in small batches . Thanks to the creative open design of the space , consumers will be able to see that process firsthand .
“ We have designed a space that will heighten all the senses . This is a real-life Willy Wonka experience with coffee as the heart and soul , where customers will see coffee being moved through the roasting process right before their eyes ,” said Liz Muller , vice president of Concept Design for Starbucks , in the location ’ s launch statement . “ We have opened up the world of sourcing , roasting and brewing so that our customers at any one point are only feet away from the theater and artistry in a sophisticated yet relaxed The Starbucks Reserve Roastery and Tasting Room
environment . Each visit will bring new discoveries while setting the standard for what customers can expect for the future of retail .”
“ This Roastery is the fulfillment of a decade-long dream — an homage to our relentless pursuit of coffee innovation that will create for our customers the most immersive , sensory demonstration of how we source , roast and craft the finest coffee from around the world ,” added Howard Schultz , chairman , president and chief executive officer of Starbucks . “ Everything we ’ ve ever done has led us to this point . This is the moment of the
14 February 2015